Apple has begun creating exclusive content for its Apple Music service by producing in-house videos for several Apple Music artists, according to a new report. Drake, Pharrell Williams, Eminem, and M.I.A. are said to be among those who have created in-house music videos.

In addition to Beats 1 radio, the Connect social network, and music streaming, “Apple have also started creating their own original content,” reports Pitchfork. “The company made Drake’s amazing “Energy” video in-house, as well as Pharrell’s “Freedom” and Eminem’s “Phenomenal”.”

Apple has also made the video for M.I.A.’s upcoming track “Matahdatah Scroll 01 Broader Than a Border,” which will be available on Apple Music on Monday, July 13, the report claims. A preview is featured in the tweet from Apple Music below.

Apple’s exclusive content won’t stop there, either; the Cupertino company is also said to be working on projects with Purity Ring, Diddy, and James Bay.

Exclusive content gives Apple Music an even bigger advantage over rivals like Spotify, Deezer, and Rdio — and indeed Jay Z’s Tidal, which is also using exclusive tracks and partnerships with big artists to attract new subscribers.